Create a Headline That Gets Attention

by G.B. Oliver

I was looking through Craigslist the other day and a headline really stood out to me. It wasn’t because it was in all caps or using asterisks (although sometimes that does help). It stood out because of what it said. It was for a wedding photographer and the headline read:

“DO YOU WANT TO LOVE YOUR WEDDING PHOTOS?”

Pretty grabby headline, mostly because the photographer is addressing a need it knows its customers have. Brides (and grooms) want to LOVE their wedding photos. By doing a headline like this, it makes it obvious to me that this photographer gets “it”. They have already convinced me that me loving my photos is their top priority. Very effective.

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Looking through Craigslist further, I saw another grabby headline. It said:

“NEW APARTMENT? HIP ARTWORK FOR SALE”

Again, the poster is reaching out to a potential target market, the new apartment dweller who is probably young and hip and doesn’t have much money. But the point is someone reading this, who does answer “yes” to the question “New Apartment?”, will be drawn to it.

Sometimes a headline can just make you curious enough to click over, even if it is not what you need or are looking for. Again, on Craigslist I saw the following headline:

“FUN, FUNKY & FABULOUS BIRDHOUSES”

Now I’m not in the market for a birdhouse, but I was curious how you could make one fun, funky and fabulous so I did click over to see it was an Etsy shop called, MikeMerritArt. Now, I am not sure if this headline gets tons of traffic for Mike (or better yet sales) but it got my attention. Maybe if he were to add:

“GIFT IDEA FOR THE NATURE LOVER: FUN, FUNKY & FABULOUS BIRDHOUSES”

By adding the “Gift Idea” part you have created a need. So while I may not need one, I am at least now thinking is there someone else I could buy this for. You could ask it in the form of a question, which is also effective:

“NEED A GIFT FOR A NATURE LOVER? CHECK OUT THESE FUN, FUNKY & FABULOUS BIRDHOUSES”

Basically, the best and most effective headlines are when you directly try to answer a customer’s need. Another example:

DO YOU WANT TO MAKE MORE SALES ONLINE? Then my marketing ebooks are a must-have if you want to effectively promote your shop and make more sales, with new ideas for today’s marketplace that you won’t find anywhere else! (see how I worked that in? But seriously, my ebooks really do work!)

Clever Ways to Use Trending Twitter #Hash Tags to Get In Front of More Customers

by G.B. Oliver

Yesterday I gave a tip on Twitter that if you are selling baby products and you want to get in front of a lot of people, use the hash tag #royalbaby as that was trending big time yesterday. Now, not everyone checking out these tweets is going to be your target market, but what can it hurt when it will put you in front of so many Twitterers?

I am not saying that you use this occasion to try and promote one of your products because the social media world can be unfriendly and that may not be well received. But you could send a congratulatory message and hopefully your logo and company name is clear as to what you sell, and that will get the curiosity seekers to notice you and click over to your profile.

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This is what social media is about. I have never thought Twitter was ideal for getting to the end user or customer (unless you are a celebrity) because I don’t think most people use it for that, and I think more people like to tweet than read tweets. But you can reach potential customers if you are clever enough (and without looking like that is what you are trying to do) and taking advantage of trending hash tags is an effective way.

Now today for example, the hash tag #socialmedia is trending. Think of a relevant, clever tweet regarding this subject, such as:

#socialmedia has been great for small businesses like mine!

When Twitterers click on the hash tag in the Trending box on the left, your tweet will appear among the others. Again, if you are using your business logo and name, it is like putting up a free ad in front of hundreds of thousands of people. It will only be for a split second, but the volume alone should make up for that.

Another popular hash tag today is #VSfashionshow. Now when hash tags like this one are a little more unclear as to what they are about, that alone will get people to click on it. It actually stands for the Victoria Secret Fashion Show. So if you sell to women, think of a clever tweet so it shows up among the others and puts your shop in front of your target market.

✯ Do you really want to get your products in front of more people? Then check out my Marketing Ebooks, because I put all my BEST secrets and tips in there, guaranteed to make your online shop attention getting.

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Is Price the Reason You’re Not Selling?

by G.B. Oliver

When people come to your site and don’t buy, what is the first thing you assume is wrong? I bet you think it’s your price. Maybe. The truth is you have to think about what makes people buy, and price is not always a factor.

How-to-price-products

There are many reasons people aren’t buying from you. Some include:

1. They don’t need your product.

2. They don’t need your product right now.

3. They don’t see the value in your product.

4. They are unsure that you will deliver what you are promising.

5. Your price was too high compared to similar competitive offerings.

So if you really feel price is your problem, then here is a way to test it.

Don’t lower your price permanently but instead offer a one-day only special with a coupon code for 50% (or pick a percentage in which you will still earn a profit – don’t take a loss).  Make sure customers know it is TODAY ONLY. If even at 50% off they are still not buying, then you know it’s not your price.

Do you know that too low a price can hurt you as well? If someone really loves or wants an item, and you have created that must-have feeling in the customer, price usually isn’t an object (unless it is obvious that you are completely overcharging). Sometimes too low a price makes the customer feel the product is cheap and of poor quality. So trying to undercut everyone will not always work in your favor either.

Do you know what makes people walk away from an online sale more than price? Shipping charges. Especially if you live in one country and you are buying from another. There have been cases where the shipping ends up equaling the price of the product. So sometimes it is better to offer FREE SHIPPING and buffer the cost into your product price. When a customer commits to your price and then gets to the checkout and sees it has doubled due to shipping, this is not the same exchange anymore and they WILL change their mind.

FINAL WORD: So, offer a fair price based on what it costs you to make your product and allowing for a profit, compare it to your competitors’ prices, test it with your market, and then make sure your customers understand the value that comes with this price.

Pet CoverIF YOU ARE NOT MAKING SALES, I can help! My new marketing ebooks will tell you everything you need to do to successfully sell online, whether you are established or just starting out. The early reviews have been great! Click HERE for more information.

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© 2012 G.B. Oliver. All rights reserved.

 

Do You Have a Product That Will Get Attention?

by G.B. Oliver

The other day I was advising a shop called Escena, that sells Jewelry online, and looking through their selection one item really stood out to me. They had a pair of earrings called 50 Shades of Grey Dangle Earrings. Immediately I thought, this is your money maker. While the other jewelry items are beautiful, this is the one that will get attention.

50 Shades of Grey Earrings from Escena on Etsy

Why?

One, because it relates to something really popular in the news right now, the book, 50 Shades of Grey (1 million+ Google searches a month).

Two, because it is a sexy product that all the upcoming Valentine’s gift guides will be looking for (you should be submitting to these now, by the way).

Three, what husband wouldn’t buy this for his wife who has read the book?

Four, what woman wouldn’t buy this as a tongue-in-cheek gift for all her girlfriends who have read the book?

Fifth, what fashion blog wouldn’t show it as a homage to all the fashion being inspired by the book?

In other words, it provides a ton of opportunities for PR and sales that will bring people to the shop.

Every shop needs that one product that the content-starved media is looking for. The conversation starter, the image that will gets tons of REPINs, the product a majority of people can currently relate to in some way.

Now maybe your shop doesn’t have a product like this and you don’t want to change the focus of your product line just to include some one-off for publicity’s sake. That’s understandable, but it doesn’t have to be a permanent offering. It can be something you just offer as a special or for a limited time, or as a promotional item given free with the purchase of another item. However you want to spin it, the fact is that products that are clever or quirky or on trend with what everyone is talking about will always get publicity.

The benefit is you are pulling the curiosity seekers into your shop or website. Hopefully they will look around at your other items and not just this one. It is a hook and it works!

If you can’t figure out which one of your products will get attention, feel free to get in touch. I do consult! Also, if you want more of my marketing advice (I save the best stuff for my Ebooks) that will help increase the sales of your online shop, please see my Ebook shop for my PDFs, Small Business Marketing Ideas That Work!

Is Fab the New Model for Online Marketplaces?

by G.B. Oliver

Have you checked out Fab.com yet? Fab is the latest entry in the online marketplace selling designers’ and artisans’ work. They have been incredibly successful and in the past year have grown from 1.5 million members to now over 7.5 million (members = buyers) and they do things a little differently, but we’ll get to that in a minute.

Fab sells products that are hand selected by their staff via submissions (anyone can submit). They offer up to 70% off retail prices on a variety of products including furniture, gadgets, home accessories, art, jewelry and so forth.

So, what does Fab bring to the table that the other marketplaces don’t?

1. Fab is more more hands-on. As mentioned, they have a team that hand selects the items that make it onto the site, so there is quality control.

2. They write the clever and witty copy that accompanies each product because vendors don’t always know how to market their products in the best light (hence the need for ebooks like mine), and it maintains a consistency across the vendors.

3. While the designer/shop is mentioned by name, there is no link to the seller’s shop (you stay on Fab). Also, there is no actual permanent shop on the site for a vendor, but they will group their items together in a “storefront” window for as long as their sale lasts.

So it is kind of like a One Kings Lane meets Etsy.

4. Fab’s “Feed” is interesting as well. This is how you search. A random search of products is displayed, but you can search by popularity, price, category and color. You can also add comments to products that show up right on the search page, similar to how you see Pinterest comments.

5. Fab integrates social media really well.  If you “Like”, “Tweet” “Pin” or “Tumble” their products you earn Fab points to be used towards future purchases. Great incentive for people to do so. They also have a mobile app so you can get their daily inspirations on the go (30% of their orders are via mobile).

6. Fab also sends lots of emails, typically four a day in your mailbox, as each day there are new sales starting at 11 am EST. So they really work hard to promote ALL the products on the site.

7. What is really refreshing about Fab is their sense of personality. They are quirky and fun and you can tell they look for products that are not only in this vein, but are also original, functional and well-designed. While other online marketplaces have worked to create community among their sellers, Fab uses this sense of personality to create community between itself, its sellers AND the customers, which I think is its strongest asset.

This is not your typical shopping experience. And that’s what makes it Fab!

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★  If you have an online shop, be sure to check out my new series of PDFs, entitled Small Business Marketing Ideas That Work! where I give you all my best and latest marketing secrets that will make your shop a top seller in 2013! Editions for Jewelry & Fashion Accessories, Home Products, Kids & Baby Products and Wedding Products. Get your copy by email today!

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© 2012 G.B. Oliver. All rights reserved.

How to Sell On Etsy Successfully with an Analysis of the Top Selling Etsy Shops

by Gail Oliver, Online Marketing Consultant

Etsy has been a popular marketplace for over 10 years now. So if you are thinking of opening an Etsy shop, you may be wondering how to sell on Etsy successfully.

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HOW TO SELL ON ETSY

Etsy currently stands at over 1.6 million + sellers and over 300 million  products. So how does a new shop get found?

I have been working with Etsy shops for over 4 years now, and I can tell you the main points of the formula for success.

Common Traits Among Top Selling Etsy Shops

  • The majority of top selling shops offer products in a niche. Niche shops tend to do better because all of their products have the same keyword phrases, which maximizes their SEO, both Etsy and Google. As a result, they get better search results because they sell one type of item. For example, a shop that sells only bracelets as opposed to all types of jewelry, which is much broader in scope with more competitors for keywords.
  • The majority of top sellers list over 100 items and more likely upwards of 1,000. The reason seems to be that it is a numbers game. The more items you have, the more searches you turn up in and the more search tags you can take advantage of.
  • The majority of top selling shops offer products under $20. Low priced products are a lot easier for new customers to take a risk on, and much easier to get multiple sales.
  • The top selling shops have amazing product photography. As a result, their images stand out better in Etsy search results, and their photos are more likely to be used by Etsy on their social media pages and in their Etsy Finds newsletters.

If you really want to know how to sell on Etsy successfully, be sure to check out my very affordable marketing services, ebooks and plans for Etsy shop owners here.

© 2012-2017 Gail Oliver. All rights reserved.

Do Guerilla Marketing Words Still Get People to Buy?

by G.B. Oliver

One of my all-time favorite marketing books is Guerrilla Marketing by Jay Conrad Levinson, first published back in 1993. In the book, Jay talks extensively about advertising and the power of words.

He references a list of the 12 most persuasive words in the English language (words that might get people to buy), from a research study done by psychologists at Yale University in 1970. Jay recommended using these words in headlines, signage and any other forms of your advertising.

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So, in no particular order, these words are:

  1. YOU
  2. MONEY
  3. SAVE
  4. NEW
  5. RESULTS
  6. HEALTH
  7. SAFETY
  8. EASY
  9. LOVE
  10. DISCOVER
  11. PROVEN
  12. GUARANTEE

Now this study was done over 40 years ago, so maybe things have changed. Therefore, I thought I would take a look at some current print ads in popular magazines and see how many companies are still using these words to get you to buy their products.

After looking at over 50 ads, for everything from food products to cosmetics to cars to books, here is what I found:

Still Commonly Used Adjectives

  • New
  • Results
  • Easy
  • Save
  • Proven

The word safety seems to have been replaced more with peace of mind and reliability.

New, Popular Adjectives

  • Ultimate
  • Best
  • Special
  • Excellent
  • Tasteful
  • Perfect
  • Bold
  • Dazzling
  • Powerful
  • Hot

Grand phrases like must-have, essentialbreakthrough, unprecedented, industry-leading and revolutionary are also very common in describing products.

Still Commonly Used Verbs

  • discover
  • expect
  • delivers
  • learn
  • dare
  • defy
  • helps
  • improve  
  • find

Surprisingly, I didn’t see that many companies offering a guarantee, but I did see the word promise a lot.

Other Words

One really interesting fact I did notice was that not many ads used the word “you“. Copy was written in very general terms, and, for the most part, no pronouns of any kind were used. Your was used a lot, such as your family, your home, your health, your safety, but not “you”, in the sense of “you’ll love” or “you need”.

The words money, love, health and safety were used, but only specific to certain types of products.

FINAL WORD: So are words that were effective in a study done 40 years ago still effective today? Do certain words work on men and not women, and vice versa. And what about teens? Do they care about health, safety or saving money?

Think of who you are selling to. Then find media, such as magazine covers, that target this age and gender group and see the words they are using on the covers.  Those should be the words you use in your product descriptions and advertisements. They’ve done the research, so they know which words work, and you can benefit from that.

Need Help Marketing Your Small Business?

G.B._Oliver

I offer a variety of DIY Marketing Services (I tell you what to do, you do it) that makes it very affordable for small businesses to get professional marketing advice – that works! Contact me to discuss at attentiongetting@gmail.com or use the contact form below.

© 2013 G.B. Oliver. All rights reserved.